Even as the bullets fly, this very 21st century rebel group appears to understand the power of branding and the media. By building a unified image, the commander told Sedat, the FSA is seeking to present itself as a force with the trappings of statehood, capable of not only looking to the future with confidence, but also taking a central role in driving change at the heart of the Syrian government.
The man who controls the FSA’s operations around the border with Turkey then handed the designer $300 (£187) and a flash drive full of footage and photographs of the conflict. These included interviews with senior FSA commanders and images from the frontline; even gruesome footage allegedly showing a soldier from the regime’s forces being decapitated with a chainsaw. ”Sell that to CNN or the BBC and you can keep the profits!” the commander told the designer.